Doritos Collisions
Where innovation is key, little is worse than not being talked about-and little was being said about Doritos. With the launch of Collisions-two different chip flavours in the same bag-that had to change. Because the new twin flavour bags were unique, it gave the teen target a chance to take sides and provide feedback about the brand.
TV and theatre ads set the scene and sent fans online. There, rich media advertising allowed teenagers to trash-talk each other in support of their favourite flavours. Facebook fan pages dedicated to the individual flavours were also used to recruit fans to one side or the other, upload photos, and stream a 60-second commercial.
The next stage in the campaign included huge night projections in major cities that were both mobile and interactive. Street sampling teams drew participants to the projections, which invited passersby to choose their preferred flavour and to send texts about the chip battle. Samples of the new product were also available.
Collisions is on track to become the Frito-Lay’s biggest flavour launch in three years. Facebook signups exceeded Doritos’ objectives by 30% and the campaign received extensive media coverage.
AGENCY: OMD Canada, Toronto
TITLE: Doritos Collisions
CLIENT: Frito-Lay Canada, Mississauga
MEDIA: Optiadmedia, Addictive Mobility, Facebook
MANAGING DIRECTOR, OMD CANADA: Gilad Coppersmith
ACCOUNT SUPERVISOR, OMD CANADA: Paul Lin
ASSOCIATE GROUP DIRECTOR, OMD CANADA: Kristine Sherliker
ACCOUNT SUPERVISOR, PROXIMITY: Paul Lin
PARTNER, OPTIAD MEDIA: Michael Dellios
ACCOUNT EXECUTIVE, ADDICTED MOBILITY: Julian Joseph
